Synopsis
This report provides the results for the Oral Hygiene market in Italy from Canadean’s unique, highly detailed and proprietary survey of consumers’ Consumer Packaged Goods (CPG) consumption habits, and forms part of an overall series covering all CPG product markets.
Its coverage includes, but is not limited to, consumption behaviors, the extent to which consumer trends influence their consumption and the value of the market these trends influence, brand and private label choices as well as retailer choices. Much of this information can also be analyzed by specific consumer group, providing hard and fast data on consumers and markets at the product category level.
Scope
Consumer survey data for the following specific categories: Breath Fresheners (non confectionery), Dental Floss, Denture Care, Mouthwash, Toothbrushes & Replacement Heads and Toothpaste.
Detailed consumer segmentation based on survey data covering over 26 consumer groups, 20 consumer trends and consumption frequency for each product category.
Volume shares in 2011 for brands and private label sales tracked by the survey.
Unique retailer choice and switching data as tracked by the survey are provided at the product category level for 2011.
Summary
Why was the report written?
Marketers in the Oral Hygiene market face a major challenge. Understanding market size and segmentation is valuable, but the keys to effective targeting is knowing just how valuable specific consumer groups are, and being able to quantify the impact of consumer trends.
This report solves these problems by providing integrated data on consumer trends, consumer groups and market data which show exactly the size of consumer groups, how much of the Oral Hygiene market they account for and which consumer trends drive their behavior.
What is the current market landscape and what is changing?
As consumer confidence increases proportionally to economic recovery, consumer trends will be directly affected. Since the global financial crisis of 2008–2009 the retail market has been characterized by an increased amount of discount and own-brand products. Toothbrushes and Toothpaste are considered essential items and therefore recession has not affected their consumption pattern. On the other hand, Mouthwash, Breath Fresheners and Dental Floss are not considered essential items and therefore consumption patterns have been comparatively affected. As economic and market recovery continues over 2012, consumption patterns will record a positive trend in both the Medium and Heavy frequency bands and the amount of Non-users should decrease.
What are the key drivers behind recent market changes?
Consumers’ uptake of products and the influence of consumer trends are fundamental causes of change in markets – making knowing what these trends are and the extent of their influence crucial.
The survey-based data provided in this report examines over 20 consumer trends that affect the market and examines the share of sales across 26 consumer groups – providing through the data a detailed insight into exactly who the consumer is and just how much impact the latest consumer trends are having.
What makes this report unique and essential to read?
The data provided is unique in the market as it tracks consumer behavior through to its actual value impact on a product market. This provides readers with a unique data analysis of the market allowing marketing tactics and strategy to be updated in line with the very latest consumer behaviors.
Reasons To Buy
Unique proprietary data that sizes and segments consumers, tracks their behavior and shows the impact of this on their markets.
Results also cover over 20 consumer trends, showing exactly to what extent these trends have a direct influence on a market. As this impact assessment is based not only on how many consumers act on these trends, but also how often they act on this it provides unique insight into the “size of the prize” when targeting these consumer trends in each category covered.
1 Introduction
1.1 What is this Report About?
1.2 Definitions
1.2.1 Consumer Trends
1.2.2 Consumer Groups and Legal Drinking Age Consumption (for Alcoholic Drinks coverage)
1.2.3 End Consumers
1.2.4 Volume Units and Aggregations
1.2.5 Exchange Rates
1.2.6 Population Profiles (for interpretation of tables and charts)
1.3 Methodology
1.3.1 Introduction
1.3.2 Large scale, international, program of online consumer surveys
1.3.3 Nationally Representative results (age, gender)
1.3.4 Parents answered on their children’s behalf
1.3.5 Legal Drinking Age exclusions for alcoholic drinks categories
1.3.6 Integrated with industry calling and secondary research
2 Consumer Segmentation, Group Value and Trend Influence
2.1 Cohort Groups and Oral Hygiene Market Value
2.1.1 Age Groups
2.1.2 Gender Groups
2.1.3 Location Groups
2.1.4 Education Achieved Groups
2.1.5 Wealth Groups
2.1.6 Busy Lives Groups
2.2 Cohort Groups and Market Value by Category
2.2.1 Breath Fresheners (non Confectionery)
2.2.2 Dental Floss
2.2.3 Denture Care
2.2.4 Mouthwash
2.2.5 Toothbrushes & Replacement Heads
2.2.6 Toothpaste
2.3 Behavioral Trends and Market Value
2.3.1 Breath Fresheners (non Confectionery)
2.3.2 Dental Floss
2.3.3 Denture Care
2.3.4 Mouthwash
2.3.5 Toothbrushes & Replacement Heads
2.3.6 Toothpaste
3 Consumption Analysis
3.1 Consumption Frequencies by Age and Gender
3.1.1 Breath Fresheners (non Confectionery)
3.1.2 Dental Floss
3.1.3 Denture Care
3.1.4 Mouthwash
3.1.5 Toothbrushes & Replacement Heads
3.1.6 Toothpaste
3.2 Consumer Profiles by Product Category
3.2.1 Breath Fresheners (non Confectionery)
3.2.2 Dental Floss
3.2.3 Denture Care
3.2.4 Mouthwash
3.2.5 Toothbrushes & Replacement Heads
3.2.6 Toothpaste
4 Brand vs. Private Label Choices
4.1 Brand vs. Private Label Volume Share
4.1.1 By Category
4.2 Oral Hygiene Brand Choice and Private Label Shares
4.2.1 Breath Fresheners (non Confectionery)
4.2.2 Dental Floss
4.2.3 Denture Care
4.2.4 Mouthwash
4.2.5 Toothbrushes & Replacement Heads
4.2.6 Toothpaste
5 The Share of Consumers Influenced by Trends
5.1 Trend Drivers of Consumers' Product Choices
5.1.1 Overall Oral Hygiene
5.1.2 Breath Fresheners (non Confectionery)
5.1.3 Dental Floss
5.1.4 Denture Care
5.1.5 Mouthwash
5.1.6 Toothbrushes & Replacement Heads
5.1.7 Toothpaste
6 Consumption Impact: Market Valuation
6.1 Oral Hygiene Value Impact of Consumer Consumption Behavior
6.1.1 Market Value by Category
6.1.2 Market Volume by Category
6.2 Oral Hygiene Value Analysis by Category
6.2.1 Share by Category
6.2.2 Expenditure per Capita by Category
6.2.3 Expenditure per Household by Category
6.3 Oral Hygiene Volume Impact of Consumer Behavior Trends
6.3.1 Share by Category
6.3.2 Consumption per Capita by Category
6.3.3 Consumption Per Household by Category
7 Retailer Choice, Switching and Category Share
7.1 Retailer Volume Share
7.1.1 Retailer Volume Share in Oral Hygiene
7.2 Retailer Volume Share by Category
7.2.1 Retail Share by Volume - Breath Fresheners (non Confectionery)
7.2.2 Retail Share by Volume - Dental Floss
7.2.3 Retail Share by Volume - Denture Care
7.2.4 Retail Share by Volume - Mouthwash
7.2.5 Retail Share by Volume - Toothbrushes & Replacement Heads
7.2.6 Retail Share by Volume - Toothpaste
7.3 Levels of Retailer Switching in the Last Six Months
7.3.1 Matrix of Switching Behavior in Last Six Months of 2011
7.3.2 Auchan Switching Analysis
7.3.3 Carrefour Switching Analysis
7.3.4 Conad Switching Analysis
7.3.5 Coop Italia Switching Analysis
7.3.6 Despar Servizi Switching Analysis
7.3.7 Esselunga Switching Analysis
7.3.8 Eurospin Switching Analysis
7.3.9 Finiper Switching Analysis
7.3.10 Interdis Switching Analysis
7.3.11 Selex Switching Analysis
7.3.12 Other Switching Analysis
7.4 Profiles of End-Consumers of Oral Hygiene, by Retailer Used
7.4.1 Auchan
7.4.2 Bennet SpA
7.4.3 Carrefour
7.4.4 Conad
7.4.5 Coop Italia
7.4.6 Despar Servizi
7.4.7 Esselunga
7.4.8 Eurospin
7.4.9 Finiper
7.4.10 Interdis
7.4.11 PAM
7.4.12 Rewe Group
7.4.13 Schwarz Group
7.4.14 Selex
7.4.15 Sisa
7.4.16 Other
8 Appendix
8.1 About Canadean
8.2 Disclaimer
List Of Table
Table 1: Volume Units for the Oral Hygiene Market
Table 2: Foreign Exchange Rate – Euro Vs. US$, 2011
Table 3: Italy Survey Respondent Profile (weighted), 2011
Table 4: Italy Oral Hygiene Value Share (%), by Age Groups, 2011
Table 5: Italy Oral Hygiene Value Share (%), by Gender, 2011
Table 6: Italy Oral Hygiene Value Share (%), by Urban and Rural Dwellers, 2011
Table 7: Italy Oral Hygiene Value Share (%) by Education Level Achieved Groups, 2011
Table 8: Italy Oral Hygiene Value Share (%) by Wealth Groups, 2011
Table 9: Italy Oral Hygiene Value Share (%) by Busy Lives Groups, 2011
Table 10: Italy Breath Fresheners (non Confectionery) Consumer Group Share (% market value), 2011
Table 11: Italy Dental Floss Consumer Group Share (% market value), 2011
Table 12: Italy Denture Care Consumer Group Share (% market value), 2011
Table 13: Italy Mouthwash Consumer Group Share (% market value), 2011
Table 14: Italy Toothbrushes & Replacement Heads Consumer Group Share (% market value), 2011
Table 15: Italy Toothpaste Consumer Group Share (% market value), 2011
Table 16: Italy Total Breath Fresheners (non Confectionery) Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
Table 17: Italy Total Dental Floss Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
Table 18: Italy Total Denture Care Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
Table 19: Italy Total Mouthwash Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
Table 20: Italy Total Toothbrushes & Replacement Heads Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
Table 21: Italy Total Toothpaste Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011
Table 22: Italy Breath Fresheners (non Confectionery) Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 23: Italy Breath Fresheners (non Confectionery) Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 24: Italy Dental Floss Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 25: Italy Dental Floss Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 26: Italy Denture Care Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 27: Italy Denture Care Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 28: Italy Mouthwash Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 29: Italy Mouthwash Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 30: Italy Toothbrushes & Replacement Heads Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 31: Italy Toothbrushes & Replacement Heads Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 32: Italy Toothpaste Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
Table 33: Italy Toothpaste Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Table 34: Italy Breath Fresheners (non Confectionery) Consumer Profiles (% consumers by sub-group), 2011
Table 35: Italy Dental Floss Consumer Profiles (% consumers by sub-group), 2011
Table 36: Italy Denture Care Consumer Profiles (% consumers by sub-group), 2011
Table 37: Italy Mouthwash Consumer Profiles (% consumers by sub-group), 2011
Table 38: Italy Toothbrushes & Replacement Heads Consumer Profiles (% consumers by sub-group), 2011
Table 39: Italy Toothpaste Consumer Profiles (% consumers by sub-group), 2011
Table 40: Italy Oral Hygiene Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011
Table 41: Italy Breath Fresheners (non Confectionery) Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 42: Italy Dental Floss Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 43: Italy Denture Care Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 44: Italy Mouthwash Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 45: Italy Toothbrushes & Replacement Heads Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 46: Italy Toothpaste Survey-tracked Brand Shares by Volume (% Vol), 2011
Table 47: Italy, Overall Oral Hygiene: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 48: Italy, Breath Fresheners (non Confectionery): Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 49: Italy, Dental Floss: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 50: Italy, Denture Care: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 51: Italy, Mouthwash: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 52: Italy, Toothbrushes & Replacement Heads: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 53: Italy, Toothpaste: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
Table 54: Italy Oral Hygiene Market Value (Euro million), by Category, 2011
Table 55: Italy Oral Hygiene Market Value (US$ million), by Category, 2011
Table 56: Italy Oral Hygiene Market Volume (Ltrs m or Units m), by Category, 2011
Table 57: Italy Oral Hygiene Market Share (US$ million), by Category, 2011
Table 58: Italy Oral Hygiene Expenditure Per Capita (Euro), by Category, 2011
Table 59: Italy Oral Hygiene Expenditure Per Capita (US$), by Category, 2011
Table 60: Italy Oral Hygiene Expenditure Per Household (Euro), by Category
Table 61: Italy Oral Hygiene Expenditure Per Household (US$), by Category
Table 62: Italy Oral Hygiene Market Volume Share (Ltrs m or Units m), by Category, 2011
Table 63: Italy Oral Hygiene Consumption Per Capita, by Category, 2011
Table 64: Italy Oral Hygiene Consumption Per Household, by Category, 2011
Table 65: Italy Breath Fresheners (non Confectionery) Survey-tracked Retailer Shares by Volume (Units m), 2011
Table 66: Italy Dental Floss Survey-tracked Retailer Shares by Volume (Units m), 2011
Table 67: Italy Denture Care Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
Table 68: Italy Mouthwash Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
Table 69: Italy Toothbrushes & Replacement Heads Survey-tracked Retailer Shares by Volume (Units m), 2011
Table 70: Italy Toothpaste Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
Table 71: Italy: Switchers to Auchan for their Oral Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 72: Italy: Switchers From Auchan for their Oral Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 73: Italy: Switchers to Carrefour for their Oral Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 74: Italy: Switchers From Carrefour for their Oral Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 75: Italy: Switchers to Conad for their Oral Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 76: Italy: Switchers From Conad for their Oral Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 77: Italy: Switchers to Coop Italia for their Oral Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 78: Italy: Switchers From Coop Italia for their Oral Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 79: Italy: Switchers to Despar Servizi for their Oral Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 80: Italy: Switchers From Despar Servizi for their Oral Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 81: Italy: Switchers to Esselunga for their Oral Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 82: Italy: Switchers From Esselunga for their Oral Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 83: Italy: Switchers to Eurospin for their Oral Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 84: Italy: Switchers From Eurospin for their Oral Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 85: Italy: Switchers to Finiper for their Oral Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 86: Italy: Switchers to Interdis for their Oral Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 87: Italy: Switchers From Interdis for their Oral Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 88: Italy: Switchers to Selex for their Oral Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 89: Italy: Switchers From Selex for their Oral Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 90: Italy: Switchers to Other for their Oral Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 91: Italy: Switchers From Other for their Oral Hygiene Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
Table 92: Italy: Profile of Oral Hygiene Consumers Whose Goods Mainly Come From Auchan (% by Subgroup, as tracked by the Survey), 2011
Table 93: Italy: Profile of Oral Hygiene Consumers Whose Goods Mainly Come From Bennet SpA (% by Subgroup, as tracked by the Survey), 2011
Table 94: Italy: Profile of Oral Hygiene Consumers Whose Goods Mainly Come From Carrefour (% by Subgroup, as tracked by the Survey), 2011
Table 95: Italy: Profile of Oral Hygiene Consumers Whose Goods Mainly Come From Conad (% by Subgroup, as tracked by the Survey), 2011
Table 96: Italy: Profile of Oral Hygiene Consumers Whose Goods Mainly Come From Coop Italia (% by Subgroup, as tracked by the Survey), 2011
Table 97: Italy: Profile of Oral Hygiene Consumers Whose Goods Mainly Come From Despar Servizi (% by Subgroup, as tracked by the Survey), 2011
Table 98: Italy: Profile of Oral Hygiene Consumers Whose Goods Mainly Come From Esselunga (% by Subgroup, as tracked by the Survey), 2011
Table 99: Italy: Profile of Oral Hygiene Consumers Whose Goods Mainly Come From Eurospin (% by Subgroup, as tracked by the Survey), 2011
Table 100: Italy: Profile of Oral Hygiene Consumers Whose Goods Mainly Come From Finiper (% by Subgroup, as tracked by the Survey), 2011
Table 101: Italy: Profile of Oral Hygiene Consumers Whose Goods Mainly Come From Interdis (% by Subgroup, as tracked by the Survey), 2011
Table 102: Italy: Profile of Oral Hygiene Consumers Whose Goods Mainly Come From PAM (% by Subgroup, as tracked by the Survey), 2011
Table 103: Italy: Profile of Oral Hygiene Consumers Whose Goods Mainly Come From Rewe Group (% by Subgroup, as tracked by the Survey), 2011
Table 104: Italy: Profile of Oral Hygiene Consumers Whose Goods Mainly Come From Schwarz Group (% by Subgroup, as tracked by the Survey), 2011
Table 105: Italy: Profile of Oral Hygiene Consumers Whose Goods Mainly Come From Selex (% by Subgroup, as tracked by the Survey), 2011
Table 106: Italy: Profile of Oral Hygiene Consumers Whose Goods Mainly Come From Sisa (% by Subgroup, as tracked by the Survey), 2011
Table 107: Italy: Profile of Oral Hygiene Consumers Whose Goods Mainly Come From Other (% by Subgroup, as tracked by the Survey), 2011
List Of Figures
Figure 1: Consumer Panel Report Methodology
Figure 2: Italy Oral Hygiene Value Share (%), by Age Groups, 2011
Figure 3: Italy Oral Hygiene Value Share (%), by Gender, 2011
Figure 4: Italy Oral Hygiene Value Share (%), by Urban and Rural Dwellers, 2011
Figure 5: Italy Oral Hygiene Value Share (%) by Education Level Achieved Groups, 2011
Figure 6: Italy Oral Hygiene Value Share (%) by Wealth Groups, 2011
Figure 7: Italy Oral Hygiene Value Share (%) by Busy Lives Groups, 2011
Figure 8: Italy Breath Fresheners (non Confectionery) Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 9: Italy Breath Fresheners (non Confectionery) Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 10: Italy Dental Floss Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 11: Italy Dental Floss Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 12: Italy Denture Care Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 13: Italy Denture Care Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 14: Italy Mouthwash Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 15: Italy Mouthwash Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 16: Italy Toothbrushes & Replacement Heads Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 17: Italy Toothbrushes & Replacement Heads Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 18: Italy Toothpaste Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
Figure 19: Italy Toothpaste Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
Figure 20: Italy Oral Hygiene Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011
Figure 21: Italy Oral Hygiene Market Share (US$ million), by Category, 2011
Figure 22: Italy Oral Hygiene Expenditure Per Capita (US$), by Category, 2011
Figure 23: Italy Oral Hygiene Expenditure Per Household (US$), by Category
Figure 24: Italy Oral Hygiene Survey-tracked Retailer Shares by Volume (% of Ltrs m or Units m), 2011
Figure 25: Italy Breath Fresheners (non Confectionery) Survey-tracked Retailer Shares by Volume (Units m), 2011
Figure 26: Italy Dental Floss Survey-tracked Retailer Shares by Volume (Units m), 2011
Figure 27: Italy Denture Care Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
Figure 28: Italy Mouthwash Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
Figure 29: Italy Toothbrushes & Replacement Heads Survey-tracked Retailer Shares by Volume (Units m), 2011
Figure 30: Italy Toothpaste Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
Figure 31: Italy Toothpaste Survey-tracked Retailer Shares by Volume (Ltrs m), 2011
